On Tuesday 3 April 2007, in the heart of the Melrose Arch precinct, Primi Forum celebrated its launch along the lines of a stock market theme. The event was organised by Big Brother's, Irvan Damon and his entertainment/communications company, Firstepic. The theme was inspired by the Melrose Arch precinct being a business hub and a place where the high-rollers meet, to seal yet another deal.